There has never been a better business case for empathy for our customers and communicating to the individual that they are valued, that their needs matter and that their individual experience and differences are important to us. People simply want to feel like your brand ‘gets’ them because data shows consumers are thinking about their interaction with brands in a way that is more like a relationship with common values.
As part of the 2019 Regional Partner Awards in Munich this month, Microsoft Advertising hosted an afternoon program featuring an insightful keynote presentation from author and founder of Conspiracy of Love, Afdhel Aziz, followed by interactive workshops and a panel discussion.
Aziz, a best-selling author and purpose-driven keynote speaker, was the special guest for the afternoon. He inspired and motivated the Open Perspectives audience by revealing how businesses can make a positive difference in the world by balancing profit with the needs of their consumers and communities. Basing his presentation on the research conducted for his book, ‘Good Is the New Cool’, Aziz shared important insights from purpose-driven brands who are currently creating a revolution in business by ‘doing well by doing good’.
The world is changing at an incredible pace
Aziz pointed out that, although the world today seems like it has never been more divided, we also live in a unique time where companies are waking up to the enormous potential to solve the planet’s problems. Using examples such as Adidas’ remarkable success with a sneaker made from recycled plastic, Aziz demonstrated that companies can drive commercial revenue and brand growth through a purpose-driven strategy that can help to solve the world’s biggest problems.
According to the research Aziz presented, three major shifts are currently taking place across consumer trends, employee behaviour and investor decision-making. Addressing the changes in the consumer purchase journey, Aziz said therein lies a natural economic opportunity. Since employees and consumers are today increasingly voting with their wallets, purpose is translating into economic growth. As an example, Aziz cited research that brands with a high commitment to a purpose are growing at twice the rate of those who don’t have one, while 95 percent of Millennials (who hold massive spending power) claim they would switch brands for a good cause.
In terms of employee behaviour trends, Aziz highlighted a new breed entering the workplace with vastly different expectations of what they look for in work. For example, most Gen Z employees believe that companies have an obligation to have a strong corporate social responsibility. Finally, when it comes to investors, Aziz said the data shows that the most ethical companies outperform the rest by double digits.
The power of purpose
At the ‘Marketing for Good’ workshop, presented by Afdhel Aziz, the audience was given an opportunity to explore how their brand’s purpose can manifest itself in ways that are meaningful to its employees, stakeholders and society at large. Aziz encouraged the audience to think about questions such as how they can use the power of great storytelling to bring their brand’s impact initiative to life, as well as how they can partner with allies to amplify their message. Using the seven-step model from his book ‘Good Is the new Cool’, Aziz offered that companies should 1) know their purpose, 2) find their allies, 3) think ‘citizens’ not ‘consumers’, 4) lead with the cool, 5) not advertise but solve problems instead, 6) consider that people are the new media, and 7) back up their promise with proof.
Innovation requires boldness
During the ‘Inclusion in Advertising’ workshop, the audience was asked to take part in discussions around the concepts of inclusion and the power of purpose. Several popular television adverts were shown to the audience, who were then encouraged to analyse them in groups. A robust discussion erupted about the difference between highlighting minorities and truly representing them, with a focus on often-used stereotypes making it clear that there’s still much work to be done.
Using an example of an advert featuring a pregnant lesbian couple, Richard Miles (CEO and Co-Founder at The Diversity Standards Collective) questioned whether it was a true representation of the LGBTQ+ community if the commercial didn’t emphasise that this was actually a couple. Miles claimed that advertisers must be bolder in order to represent a community more accurately, which meant directly working with members of that community for feedback on the representation in the ads. He also pointed out that 64 percent of the general population expressed interest in seeing different communities in advertising, while 75 percent of the LGBTQ+ community felt they were not really represented–thereby highlighting a desire to see more accurate representation across all.
Being uncomfortable is a good thing
When we feel uncomfortable, it means that we’re pushing ourselves and expanding our horizons, which is never a bad thing. After all, when we feel comfortable, chances are that we are probably not creating anything new. Microsoft’s Olya Nelyudova pointed out that, especially in the context of adverts portraying the trans community, some people have remarked “I don’t need to see that.” But according to Nelyudova, it is precisely the feeling of discomfort that leads to important conversations.
Research conducted by J. Walter Thompson Intelligence and Out Professionals in Advertising Media demonstrated that 74 percent of people surveyed agreed that including the transgender community in ads simply reflects the reality of today’s society, with 65 percent agreeing that brands who do so are brave and progressive. As advertisers, brands and leaders, it’s important for us to step outside the box in order to start conversations. Nelyudova suggested that we should always be asking what our children will say in the future and what the next generation will think of the work we’ve done, and I agree.
Why inclusion matters to business impact
We simply need to understand our customers better. In a world that is becoming more diverse each day–where younger generations are demonstrating new consumer trends while older generations are also evolving their purchase considerations–inclusion has become critical in everything we do. At Microsoft Advertising, our mission is to empower every person and every organisation on the planet to achieve more, which is why we’re continuing to shift our culture to become an organisation that embraces and includes everyone’s ideas and perspectives. It is more critical than ever to look at business through an inclusive lens, to design a marketing solution that resonates with each individual’s needs, and embodies values that transcend our differences and bind us–values such as safety, family, love, inclusion, value, opportunity or equity.
